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IMC Planning For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter Outline How does IMC planning work? What are the 6 steps in the process? Why is internal marketing important? Chapter Perspective IMC is like an orchestra Musical score guides all the members of the orchestra to play together IMC plan guides all the members of an organization to work together Opening Case: GMC Envoy Opening Case: GMC Envoy Challenge: Create an appealing identity for new vehicle IMC program featuring: Answer: Results: • Direct mail campaign with unique “2 brothers” theme with no GMC branding • Sweepstakes with free 2 year lease • Follow-up letters from local dealers • 10.5 percent response rate • 4,162 Envoy sales attributed to campaign • 40 marriage proposals for the fictitious “2 brothers” IMC Planning Starts at Zero Zero-based planning: • A process that determines objectives and strategies based on current brand and marketplace conditions Tales From the Real World In the real world, many organizations pay lip service to “zero-based” planning or ignore it completely. Why? It’s human nature. It is simply much easier and less time consuming to find last year’s plan, dust it off, make a few minor changes, and present it as a new plan. There’s only one problem: last year’s SWOTs may no longer apply. As a result, the new plan may be addressing old issues—and wasting marketing dollars. Reasons for IMC Planning Provides a Rational Process Informs Everyone of Expectations IMC Planning Reasons Ensures That the Program Is Integrated Helps Identify Budget Creates a Benchmark for Measuring Results Typical Results: An Annual Campaign Annual campaign: A set of MC messages with a common theme that runs for a specified period of time to achieve certain MC objectives. Where it Fits in the Organization Corporate Level Business Plan: • Focused on the profits and brand equity Department Level Department Plan: • Marketing operations/ production, human resources MC Level IMC plan: • Advertising, publicity, sales promotion, events and sponsorships, direct response What Are the 6 Steps in the Process? Step 1: Identify Target Audiences Step 2: Analyze SWOTs Step 3: Determine MC Objectives Step 4: Develop Strategies and Tactics Step 5: Set the Budget Step 6: Evaluate Effectiveness Target for Envoy • Current GMC Jimmy owners • Current SUV owners • Current luxury car owners SWOT • Strengths – Strong GMC consumer franchise – Good Dealership network – Identifiable target • Weaknesses – No Envoy brand awareness – Not available until spring – Small budget, no major MC support until spring • Opportunities – Increasing interest in SUVs – Good Economy • Threats – Established competitive brands – New brands coming into market • Objective – – – – – Specific Measurable Achievable Challenging Time Line • Use communication objectives to move through AIDA – Think/Feel objectives – Customer focused Example of a Company Targeting Upscale Women + Think About It What types of products target you, as a college student? Insight: The 4 Cs Some marketers think of the 4Cs in addition to the 4Ps: 1) Consumers: Ask consumers how your brand compares to competitors 2) Cost: Ask consumers how they perceive the cost of your brand vs. competitors 3) Convenience: Ask consumers how convenient it is to locate and buy your brand vs. competitors 4) Communication: Ask consumers if they are getting what they need to make the best buying decision Developing Strategies and Tactics • Selecting the marketing communication and Media mixes • Selecting the Creative idea • Selling the strategy with strong rationale Setting the budget • • • • Cost or Investment Percentage of Sales Objective-and-Task Share of Voice Evaluating Effectiveness • Market Testing • Campaign Effectiveness • The role of Feedback IMC In Action: Snapple IMC In Action: Snapple Challenge: Rebuild Snapple’s brand appeal Answer: An IMC campaign featuring: • Advertising using a wacky campaign about maturing fruit aimed at young people • A virtual community called “Snappleton” Results: Too early to tell Why is Internal Marketing Important? A critical responsibility of marketing: Interpreting the needs of the customer and the marketplace and bringing that information to all departments Why is Internal Marketing Important? Informing Employees Example: company intranet for employees Empowering Employees Example: authorizing employees to make decisions on their own to help customers Listening to Employees Example: encouraging everyone to suggest better ways of dealing with customers IMC In Action: HP SoftBench IMC In Action: HP SoftBench Challenge: Answer: Create an appealing brand identity An IMC program featuring: • The “We Understand” theme executed in: •Print advertising •3 direct-mail pieces •Trade-show handout •Integrated into website •Website Results: Successful introduction of SoftBench Final Note: In order to create a true customer focus throughout the company, everyone must play from the same score: an integration-driven marketing communication plan Questions - 6 Zero-based Budgeting? What Assumption does it Challenge? Internal and External in SWOT? Snapple Examples, Addressed and Leveraged… Define Internal Marketing…